Black Eye? CBS Rejects NFL Players Union Ad Before Super Bowl

A television ad produced by the NFL Players Association that would have run the day before the Super Bowl has been rejected by CBS. The ad, “Let Us Play,” focuses on the possible lockout of the players by the league when the current labor agreement expires March 3. The sides have been locked in a bitter war of words over owners looking to get an additional 18 percent cut of revenues that determine how much money goes to the players in the form of salaries. CBS is a network broadcast partner of the NFL, to which ‘The Eye’ pays $620 million annually to air games.

“I tried to have my team contact CBS to try to understand exactly what happened, but apparently they said they didn’t want to get involved with the labor negotiations,” said George Atallah, the Assistant Executive Director of External Affairs for the NFL Players Association.

The ad, seen below, depicts fans saying, “Let them play” interspersed with NFL players, and stark imagery of empty stadiums and was produced by New Media Strategies. The ad was to run on Feb. 5 during the NFLPA All-Star Game on CBS College Sports Network. The NFLPA reports that as part of the broadcast deal for the game on CBS College Sports Network they were granted 2 minutes of advertisement time. It is unclear what content, if any, the NFLPA will now run or if CBS would be in breach of their agreement based upon non-specific rejection due to their cozy agreement with the NFL

“The NFL knew nothing of CBS’ decision [to pull the ad], and had nothing to do with it,” said Greg Aiello the NFL’s Senior VP of Public Relations. “We have no objection to anyone running the ad.”

In terms of the NFLPA running an ad during the Super Bowl, Atallah said via Twitter, “We are not spending $3 million on an ad in the face of a lockout.”

The NFLPA has called a 3:15 PM CT press conference on Thursday just before Super Bowl XLV that will be played between the Pittsburgh Steelers and Green Bay Packers this Sunday. The NFL will hold its own press conference to address labor issues on Friday.

Post Your Comment

Post Your Reply

Forbes writers have the ability to call out member comments they find particularly interesting. Called-out comments are highlighted across the Forbes network. You'll be notified if your comment is called out.